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Most of what customers complain about happens between functions.
QiQ follows one customer's experience across every function it touches, so the finding lands with everyone who has a part in it, not just the team that took the call. These are the functions where the evidence most often leads.
Enabling functions
The systems and people the rest depend on
Customer support
We run the whole support function on QiQ: every customer answered well, and the reasons they get in touch removed over time.
Systems and data
Teams who can't see the previous ticket, the order or the refund status, and what that costs in repeat contacts.
Knowledge and help content
FAQs and help-centre articles that send customers to the phone instead of answering them.
Commercial and marketing
What customers were promised, and what they were charged
Pricing
Charges, fees and terms customers didn't expect or can't reconcile, and the disputes and churn they cause.
Promotions
Codes that fail, stacking rules and exclusions nobody can explain, found before they reach the till.
Marketing campaigns
Messaging that sets an expectation the product or delivery doesn't meet, traced back to the campaign.
CRM
Win-back and re-engagement messages landing on customers who are mid-complaint.
Subscriptions and memberships
Renewal, pause and cancellation friction, and duplicate billing that turns into chargebacks.
Product
What customers received, and whether it did what they expected
Product quality
The same defect reported again and again, by SKU or batch, with its cost in returns, replacements and warranty claims.
Product design and usability
Features that confuse and setups that fail, surfaced from what customers ask rather than what they rate.
Product content and merchandising
“Not as described”, sizing and fit returns, missing specs, traced to the page that sold it.
Instructions and onboarding
Manuals, setup guides and first-use failures that generate the first contact a customer ever makes.
Digital product and app
Login, account, order-page and app faults, reported by customers before they're logged by engineering.
Product delivery
Promised dates, lead times, large-item and installed delivery, assembly, and the contacts that follow when they slip.
Order to delivery
Everything between the order and the doorstep
Inventory and availability
Stock shown as available that isn't, backorders and split shipments, and the orders lost because of them.
Order management
Status visibility, address and order changes, and cancellations that don't take: the demand behind “where is my order”.
Payments and billing
Refund timing, pre-authorisation holds and duplicate charges, and the repeat contacts they generate.
Last-mile delivery and carriers
Failed deliveries, missed slots and “delivered” with nothing there, by carrier, route and depot.
Returns and reverse logistics
Labels, refund delays and return-to-store that staff can't process, and the customers who never reorder afterwards.
Demand and capacity planning
Peak-season breakdowns, wait times and surge handling, seen as they form rather than after the quarter.
Supply chain and suppliers
Component faults and delays traceable to a supplier or source, before they become a recall.
After-sales and stores
What happens after the sale, online and in person
Warranty and repairs
Claim rules, rejected claims and repair turnaround, and the spare-parts revenue that goes unrecovered.
In-store operations
Shelf-to-till price mismatch, click-and-collect, and staff who can't see an online order.
Policy
The rules customers are held to
Policies
Returns, warranty, cancellation and cooling-off terms that cause disputes, or get breached without anyone noticing.
Not sure where your friction originates from? Your customers already know.
An assessment runs QiQ on a sample of your real interactions and comes back with the functions the evidence points to, and what each is costing.